Identificación de líderes de opinión leales en Twitter

  1. Manuela López 1
  2. María Sicilia 2
  1. 1 Universidad Católica del Norte (Chile)
  2. 2 Universidad de Murcia
    info

    Universidad de Murcia

    Murcia, España

    ROR https://ror.org/03p3aeb86

Revista:
Management Letters / Cuadernos de Gestión

ISSN: 1131-6837

Año de publicación: 2017

Volumen: 17

Número: 1

Páginas: 105-124

Tipo: Artículo

DOI: 10.5295/CDG.140508ML DIALNET GOOGLE SCHOLAR lock_openADDI editor

Otras publicaciones en: Management Letters / Cuadernos de Gestión

Objetivos de desarrollo sostenible

Resumen

Twitter es la red social elegida por muchas empresas para crear comunidades de marca. Uno de los objetivos de estas comunidades es que se hable bien de la marca. A pesar de que se pueda hablar sobre la marca fuera de la comunidad, el hecho de tener una comunidad propicia que buena parte del debate generado en torno a la marca se produzca en el seno de la comunidad. La presencia de líderes de opinión en estas comunidades puede ayudar a que se genere debate sobre la marca y se difunda dicha información, pero si el líder de opinión no es leal a la marca puede provocar el efecto contrario al deseado. Este estudio tiene por objetivo identificar líderes de opinión leales a la marca a partir de la información que proporciona la red social Twitter. Esta identificación permitirá seleccionar a los mejores candidatos para las campañas de difusión de la marca. Para dar respuesta a este objetivo se han analizado tanto las respuestas a un breve cuestionario online como los datos del perfil de Twitter de 265 seguidores de tres marcas de cámaras fotográficas en esta red social. El estudio realizado revela que la identificación de un líder de opinión leal se ha de hacer atendiendo a tres criterios: la información del perfil del individuo, su número de seguidores y el número de personas o páginas a las que esa persona está siguiendo. Los líderes de opinión leales suelen tener muchos seguidores pero a su vez siguen a pocas cuentas en esta red social.

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Información de financiación

Esta investigación ha sido financiada mediante el proyecto ECO2012-35766 del Ministerio de Economía y Competitividad y la ayuda recibida de la Fundación Séneca-Agencia de Ciencia y Tecnología de la Región de Murcia, en el marco del II PCTRM 2007-2010. Los autores agradecen también el apoyo recibido de la Fundación Cajamurcia.

Financiadores

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Fuente de los datos: Dialnet